Final Project Group 20 Final Grade Due Week 8 Members
Final Project Group 20 Of Final Grade Due Week 8 the Members Of G
Final Project Group 20 Of Final Grade Due Week 8 The members of Groups were pre-determined at the start of the class. (Kristopher, Kali, Scott, Nathan, and Samir). Within your team, your professor has selected Kristopher as team leader. Next, structure your team and come to a consensus as to whom will handle a certain facet of the Project. Each group will be writing and rewriting its group project paper several times on the Team WIKI until it is truly a literary master piece. Please note that there is one grade for the Team Project paper.
More importantly, the grade posted for each member of the respective group is based upon the Team grade and the individual student's participation on the WIKI. Too often in Group projects, you have only a few who do most of the Work. The Professor is able to evaluate how much work (percentage) each member of the group puts into the Project via a WIKI participation report. As the Professor is able to view who was actually making an effort to edit and/or add to the Wiki; the Professor will Grade the individual member accordingly. In addition, each Group Team Captain will submit an Evaluation Report to the Professor detailing the efforts or lack thereof for each member.
For example, a Team Group Project paper may earn a grade of 85. A team member who well participated in the project may receive a grade of 95. A team member who had average participation in the project may receive a grade of 85. However, if a team member participated very little in the project which is verified by the Team Captain, then that student may receive a grade of 50. Compose a Sport Marketing Plan for the Sport Organization known as the Wilson Golf Company that is over 5,500 words; double spaced or approximately 15 pages subject to the above stated Rubric (Grading Guidelines).
The Sport Marketing Plan should be formatted and include (but not be limited to) the below stated parts (1 to 7) and sub-parts. It is required that you reference and cite the relevant section(s) from the professional eBooks beforementioned.
1. Executive Summary – a condensed overview of the marketing plan
2. Introduction – description of the business; product/service analysis
3. Business Objectives – of the organization and the specific Marketing Objectives. Explain how proposed event/activities contribute to these objectives.
4. A Situational Analysis – discuss economic climate, financial status of the organization, demand trends, political environment, competitors, etc. Discuss the SWOT (Strengths, Weaknesses, Opportunities, and Threats).
5. A Summary of Consumer Information – discuss information obtained on the organization’s consumers (via primary or secondary research). Also, discuss means of obtaining consumer information via a marketing information system.
6. Marketing Strategies –
a. Describe your strategy for Market Segmentation
i. What will serve as a basis for segmentation, and why?
ii. Provide an analysis and rationale for selecting the target markets
b. Discuss the products (core product, product extensions)
c. Explain and describe the Pricing Strategies
d. Detail the Place (where the event is held) and Means of Distribution
e. Compose a comprehensive Promotional Plan, discussing advertising, personal selling, promotional licensing, public relations activities, etc.
f. Develop a plan to secure Corporate Sponsorships
7. Outline the methods to evaluate your plan after implementation
The project must be written in clear prose, with proper citations and references for all facts, numbers, and ideas that are not original. It should adhere to APA formatting, include a title page, reference page, and quoted APA-cited Bible verses (at least five), all in double-spaced Times New Roman 12pt font. The paper should be approximately 5,500 words or about 15 pages.
The final group project constitutes 20% of your grade, with grading dependent on both the quality of the team project and individual participation as verified through WIKI edits and the team captain’s evaluation. Proper structure, citation, and depth of analysis are essential for a successful submission.
Paper For Above instruction
The Wilson Golf Company, a prominent player in the golf equipment and apparel industry, aims to expand its market reach across the western United States. Developing a comprehensive sport marketing plan involves detailed analyses of the current market environment, targeted consumer segments, and strategic promotional efforts. This paper will explore each critical facet of the marketing plan, grounded in scholarly research, industry best practices, and strategic marketing principles.
Introduction
Wilson Golf Company specializes in designing, manufacturing, and selling high-quality golf equipment and apparel. Established over a century ago, the firm has built a robust reputation for innovation and performance. Its product assortment includes golf clubs, balls, bags, accessories, and clothing designed for amateur and professional golfers. The company targets a diverse demographic, ranging from casual enthusiasts to competitive athletes, emphasizing performance enhancement and brand loyalty.
Business Objectives
Wilson Golf’s primary objectives include increasing market share in the western United States, enhancing brand awareness, and driving sales through targeted marketing efforts. Specific marketing objectives involve launching new product lines tailored for regional preferences, increasing participation in golf tournaments, and forging strategic sponsorships with local golf clubs and events. These initiatives aim to reinforce Wilson’s positioning as a leading golf brand and foster long-term consumer engagement.
Situational Analysis
The current economic climate indicates gradual growth in recreational sports spending, although regional disparities exist. Wilson Golf's financial status remains robust, with recent sales reports indicating positive growth in the West. Demand trends reflect a rising interest in golf, especially among younger demographics, driven by a resurgence of recreational activities post-pandemic. Politically, sports sponsorship regulations and regional policies toward sporting events influence promotional strategies. Competitive analysis highlights established brands like Titleist, Callaway, and Ping, which dominate market segments; however, Wilson’s reputation for innovation provides a competitive edge.
A SWOT analysis reveals strengths such as brand heritage and product innovation; weaknesses include limited regional presence; opportunities include the expanding golf enthusiast base; threats involve aggressive marketing by competitors and economic downturns. Addressing these factors guides Wilson Golf’s strategic positioning and promotional planning.
Summary of Consumer Information
Data indicates that Wilson Golf’s consumers are predominantly male, aged 25-55, with a growing segment of younger players aged 18-24. Secondary research, including industry reports and consumer surveys, shows preferences for high-performance gear and stylish apparel. Primary research involving focus groups and surveys conducted within golf clubs in the West provide insights into consumer motivations, purchasing habits, and brand perceptions. The company’s marketing information system tracks sales data, customer feedback, and social media interactions to refine targeting strategies consistently.
Marketing Strategies
Market Segmentation
Wilson Golf segments its target market based on demographic and psychographic factors. Demographically, the focus is on male golfers aged 25-55, with secondary emphasis on younger demographics entering the sport. Psychographically, segmentation considers skill level, frequency of play, and customer lifestyle preferences. The rationale aligns with data indicating these groups’ purchasing behaviors and brand affinity.
Product Strategies
The core product includes high-performance golf clubs and premium apparel. Extensions encompass training aids, accessories, and customized gear offerings. Introducing innovative products, such as eco-friendly golf balls and smart apparel, aligns with consumer preferences for sustainability and technology integration.
Pricing Strategies
Pricing follows a value-based approach, with premium pricing for high-end clubs and competitive pricing for entry-level products. Promotional discounts during peak seasons and bundling packages are employed to attract different consumer segments.
Place and Distribution
Distribution occurs through a combination of direct sales via the Wilson Golf website, regional sporting goods retailers, and golf pro shops. The promotional event locations are selected for high visibility and accessibility, such as regional golf tournaments and sporting expos, ensuring maximum consumer engagement.
Promotional Plan
A comprehensive promotional plan includes digital advertising campaigns, social media marketing, influencer collaborations, and public relations initiatives. Sponsorships of regional golf tournaments and endorsement deals with local celebrities aim to enhance brand visibility. Additionally, in-store demonstrations and golf clinic events foster direct consumer interactions.
Sponsorship Opportunities
Strategic alliances with regional golf courses, clubs, and tournaments will be pursued to increase brand exposure. Customized sponsorship packages, including branding rights, event activation, and product sampling, will be developed to attract corporate partners and enhance community involvement.
Evaluation Methods
Post-implementation, Wilson Golf will assess its marketing effectiveness through key performance indicators such as sales growth, market share expansion, brand awareness surveys, and social media engagement metrics. Customer feedback and sales data analytics will guide ongoing adjustments, ensuring alignment with organizational objectives.
Conclusion
The strategic development of Wilson Golf’s marketing plan is rooted in thorough market analysis, consumer understanding, and innovative promotional tactics. By leveraging its heritage, embracing technological advancements, and fostering community relationships, Wilson Golf aims to solidify its presence in the western U.S. market and achieve sustainable growth.
References
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